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1:20

Hey potty fam, welcome

1:22

back to the Lazy

1:24

CEO podcast. Today we have

1:26

a powerhouse guest, Corbin Holliday

1:28

the founder of Three Warriors,

1:30

the world's leading certified organic

1:32

non-toxic sunless tanning brand. Corbin's

1:34

journey is nothing short of

1:36

incredible. After battling serious health

1:38

issues for years, including chronic

1:40

pain and fatigue, he realized

1:42

the product he was using

1:44

was making things worse. So

1:47

he decided to create a

1:49

clean, lax self-tanny brand using

1:51

locally sourced Tasmania ingredients. Fast

1:53

forward to today and Three Warriors

1:55

is a multi-million dollar business with

1:57

the best selling product that sells

1:59

every 60... seconds. Celebrities, major

2:01

retailers and industry experts have

2:04

all jumped on board and

2:06

Corbin's commitment to wellness and

2:08

sustainability has made him a

2:10

true leader in the space. In this

2:12

episode Corbin shares how he turned his

2:14

health crisis into a global success. What

2:17

the future of non-toxic skin care looks

2:19

like and why building a business with

2:21

purpose is the key to long-term growth.

2:24

All right, let's get into it. Okay

2:31

cool, welcome to the behind. Nice to

2:33

see you again. So you do have an amazing

2:35

story that led to where the business is today

2:37

and I love you for you to share it.

2:39

So I was a hairdresser for 10

2:41

years in Tazzy. You've been to

2:43

Tasmania before? I have, I've been to Hobart.

2:46

Yeah, so I'm from Hobart. Yeah. So, it's

2:48

very nice. It's so beautiful. So I actually

2:50

started the brand over seven years ago because

2:52

I woke up one morning when I was

2:55

headdressing. I actually had a massage. This is

2:57

a wilder morning when I was headdressing. I

2:59

actually had a massage. This is a wilder.

3:01

I actually had the wilder. One morning when

3:04

I was headdressing. I actually had a massage.

3:06

I was headdressing when I was headdressing when

3:08

I was headdressing when I was headdressing. I

3:10

was headdressing. massage. Like it was very beautiful

3:13

and then I got up and I fell

3:15

over and I was like, oh my god, I'm so

3:17

dizzy. I was like, this doesn't feel right. Yeah. I

3:19

was like, oh maybe my blood sugar level was low

3:21

or something. I don't know what was wrong with me

3:24

at the time. Little did I know that that was

3:26

the start of me being sick chronically ill for 10

3:28

years. Oh my god, 10 years. Yep. I went home

3:30

and slept it off and thought, yeah, maybe just, you

3:32

know, sometimes you have a massage and I always

3:34

say that can bring out toxins and you can

3:36

make you feel a bit funny. I woke up

3:38

at 3 o'clock in the morning with this excruciating

3:40

head pressure, the back of my head, like I

3:42

was almost screaming in pain, put into emergency from

3:44

there on woods. I had visited the emergency probably,

3:46

I'd say, four to five times a week. I

3:48

started getting nerve pain in my nerve pain in

3:50

my legs and my legs and my legs and

3:53

my... feet in my arms. I started losing sensation

3:55

feeling in my face. What did you, at this

3:57

point, what did you think was happening? Well, I didn't

3:59

know what it was. I was like, well, I was

4:01

headdressing, so I was all I could think about

4:03

was, am I having a stroke? Like, because my

4:05

blood pressure was 200. Like, that's, you know, pretty

4:07

close having a stroke, and I was 22 at

4:09

the time. So I was like, I was pretty

4:11

fit and healthy, I thought I was, and I

4:13

had no idea what it was, I had no idea

4:16

what it was. I spent 10 years, and I loved

4:18

my first mortgage, I was paying, so

4:20

my mom moved into my house, and

4:22

helped me help you pay paper mortgage,

4:24

and help you pay a pay a

4:26

pay a pay a mortgage, help you

4:28

pay a mortgage, help you pay for.

4:30

I've got red hair, I've got freckles,

4:32

I don't tan. I burn. My whole

4:34

family attends with blonde hair. I was

4:36

like, what was I born? My son

4:38

came out a bit jinch and

4:40

then my husband's like, and

4:42

like, he's printed and he's

4:44

like, this is a bit of sauce.

4:46

I'm like, if I didn't physically see

4:49

him come out, I would be like.

4:51

It's a bit weird. It's a bit weird.

4:53

That must be so cute though, like hair and your skin tone.

4:55

So it was always an issue for me, even like photos of

4:57

me as a kid, like I feel like I was almost blurred

4:59

out in the background. Not intensely because I was so pale. So

5:01

love fake tanning and I love fake tanning because I was so

5:03

pale. So love fake tanning and I started freaking. So love fake

5:05

tanning and didn't. I love fake hair care. What was actually horrified

5:07

what was in it was in it. My hair care, my hair

5:09

care, my hair care, my hair care, my hair care, my hair

5:12

care, my hair, my hair, my hair, my hair, my hair, my

5:14

hair, my hair, my hair, my hair, my hair, my hair, my

5:16

hair, my hair, my hair, my hair, my hair, my hair, my

5:18

hair, my hair, my hair, my hair, my hair, my hair, my

5:20

hair, my hair, my hair, my hair, So I was like, these,

5:22

the ingredients are back of some of these

5:24

products. I'm using a laddering on my skin

5:26

daily. Yeah. Is causing more information throughout my

5:28

body. And that's how it started. So I

5:30

started researching the market, couldn't find anything in

5:32

the market that was that skin care first.

5:34

self tan. It also had those beautiful ingredients that need to nourish

5:37

and hydrate your skin, right? Being in Tazzy, we have these incredible

5:39

ingredients like Tasmanian olive oil, you know, in the backyard, certified organic

5:41

and still ham-pressed. Alivira, we have like Tazmaine spring water, one of

5:43

the purest locations in the world. So actually made the tan self-formulating.

5:45

What are some of like the toxins in like the Tazzy? One

5:47

of the worst ones. If you're coming back of your packaging, you're

5:49

packaging, you see like, you see like with the like with the

5:51

like with the like with the number, like with the number, like with the

5:53

number, like with the number, like with the number, like with the number, like with

5:55

the number, like with the number, like with the number, like, like, like, like, like,

5:57

like, like, like, like, like, like, like, like, like, like, like, like, like, like, like,

5:59

like, like with C, it's full of heavy metals,

6:02

really, really bad for your body. Also,

6:04

theanoxy ethanol, it's been around since 1950s,

6:06

it's extremely toxic, especially for women, it's

6:08

talking for men as well, but women

6:10

for a productive system. It's really scary,

6:13

really, really scary. And we're putting this

6:15

on our skin every day. How is

6:17

something that's so toxic allowed to be put

6:19

into products? It's a great question, I have no

6:21

idea, but I'm still trying to figure that out, I'm

6:23

trying to change that. And when I do, I think

6:25

I'm going to be a very wealthy man. And then

6:28

so wait, at this point, you're still sick and

6:30

you're doing the research. Yeah. I was in bed

6:32

and I had this little notepad and it was

6:34

so funny, it wasn't funny, it was actually, I

6:36

can laugh at it, but it was the hardest

6:38

time of my life. One of most times in

6:40

my life. couldn't find anything that was certified organic,

6:42

toxic free. Well we were talking actually

6:45

about Sally Obemida just before we found

6:47

out. Hi Sally, if you're listening. Yeah. And so

6:49

she was very, very sick. That's what led to

6:51

the birth of the business. So anyway. Yeah,

6:53

nice and incredible story, Sally's story as

6:55

well. We met and spoke our stories.

6:58

It was just fascinating, which she's done

7:00

with hers. Great brand too by the way. A

7:02

friend of the pod for context for anyone to

7:04

that. Yes. Yes. Yes. I started playing

7:06

around with formulations. A good

7:08

friend of mine actually is

7:10

a self-taught biochemist. So I basically

7:13

called her and was like... Self-taught.

7:15

She's like making meth lab. Can

7:17

you imagine? Imagine if she did.

7:19

I've actually not that kind of

7:21

person, but imagine if she did

7:23

far out. So I was like,

7:25

we started mocking around formulations, like

7:27

I had no idea what was

7:29

doing. It's like cooking, it's like

7:31

cooking, it's how it works. So... We had

7:33

about six or seven different formulations, that's how it began, and every

7:36

single one of them failed. And it wasn't until this last formula

7:38

that we made, which was the spray tan solution, it was the

7:40

first product I made. I washed this tan off, it's how it

7:42

works, you washed a tan off after you applied it for a

7:44

certain period of time, and I went fluorescent violet. And I was

7:46

like, oh my God, that's it. It's not going to mom, you

7:48

know what, I'm, I'm, this is not going to work, I'm giving

7:50

up, I'm giving up, I'm giving up, I'm giving up, I'm giving up,

7:52

I'm giving up, I'm giving up, I'm giving up, I'm giving up, I'm

7:54

giving up, I'm giving up, I'm giving up, I'm giving up, I'm giving

7:56

up, I'm giving up, I'm giving up, I'm giving up, I'm giving up,

7:58

I'm giving up, I'm giving up, I'm giving Holy shit, this

8:00

is the best looking 10. I've ever

8:03

had and actually the best of the

8:05

market. And that's how the brand physically

8:07

started. Like the actual kitchen table.

8:09

Kitchen table brand. Yeah, but then

8:11

obviously the brand is certified organic, certified

8:14

toxic freeds, vegan, it's cruelty free. We

8:16

had to work with the manufacturers. It

8:18

was a wild ride. Through the time

8:21

of starting the business, my goal was

8:23

to have treatment for my condition. So

8:25

how did your condition get better? I was

8:27

still... And what was the condition? Yeah, so

8:29

I had been, I normally being exposed to

8:31

black mold in a rental apartment. I was

8:33

living in before my house that I bought.

8:35

Oh wow. I need the floor. Delay. Delay.

8:37

So I was, it's what happened, that's the

8:40

first thing I realized back when it started,

8:42

is I started getting reflux, and then I

8:44

was coughing up blood, and I got really in

8:46

sick, and I went to a hospital

8:48

when I had like a... camera down,

8:50

check what it was. I like, oh,

8:52

you've got inflammation. I'm thinking, what information

8:54

my 20s and my esophagus? Like, how's

8:56

that possible? And then it just, other

8:58

things happen, like I get a pain

9:00

in my foot or a weird numbing

9:02

sensation, my foot, think, you know, maybe

9:04

it's from the gym or from being

9:06

on my fetal days, a hairdresser. Oh,

9:08

yeah. Little I know. That was the start of

9:10

me being poisoned. That's the scary thing

9:13

about it. Isn't there a sense of like

9:15

responsibility or when these things get uncovered like

9:17

was there any sort of remuneration towards yourself?

9:19

The hardest thing for me it's a really

9:21

great question and there is a lot of groups

9:23

out supporting groups out that they do get. you

9:25

can get like go through court cases and stuff

9:27

and find out like you know this has been

9:29

making me sick but it's not a very big

9:31

recognized thing in Australia at the moment it's starting

9:33

to be there's lots of stuff awareness you see

9:35

now at the moment which is fascinating I'm doing

9:37

a lot of stuff about I'm actually writing a

9:39

book as well the moment it took me years

9:41

after being living in that house so for me

9:43

to go back and and prove and say this

9:45

is when I started getting sick it wasn't something

9:47

that was on my mind at the time,

9:49

all I was focusing on is getting better.

9:52

Moving on, moving on, moving on, moving

9:54

forward and making sure that I wasn't

9:56

anywhere, being exposed to black mold, which

9:58

is fucking everywhere. Yeah. everywhere. Six years

10:00

ago if I walked in this building,

10:03

it wasn't here. I was like the

10:05

mold detector. I would start getting really

10:07

flame sinuses. My voice would change. My

10:10

face would go rashy. I'd get blocked

10:12

ears. I'd get blocked ears. I'd get

10:14

really bad headaches. I'd have to walk

10:16

out and it'll last for like a

10:19

week and it'll last for like a

10:21

week. And that's how people, this sounds really

10:23

silly, but my friends just make me

10:25

go into their house when they bought

10:27

a new house. There was... at that

10:29

point because I was living in chronic pain

10:31

every day. I was like, I don't want to

10:33

leave my lifeless anymore. I couldn't get an answer

10:36

for four years. Four years, I couldn't find what

10:38

was wrong with me. Wow. Once you discover what it

10:40

was, you could be medicated. How did it take

10:42

that long to find out what it was? Jane,

10:44

I wish that was easy. There's no, there's

10:46

not the medication just to fix it.

10:48

This is the issue. This is what

10:50

I'm so frustrated about. This is what I'm

10:53

writing about too. How many people were

10:55

out there with this condition? Like one

10:57

in four, through my research from having mycotoxin

10:59

illness infamatory disorder, mine's called CIRIS. And

11:01

what it means is it's chroniconic information

11:03

information, right. But one in four people, 25%

11:05

of the population, have this recessive gene

11:07

that I carry. One in four, right? So

11:10

there's four of us in the room

11:12

right now. I obviously have it. I've

11:14

been on the person this room that has

11:16

it too. So which is really scary

11:18

because it mimics all these other diseases

11:20

and problems and symptoms. So if you have

11:22

this recessive gene, you can't detoxify mycotoxin

11:24

biotoxin value body properly. And I'm one

11:26

of those lucky people. I call it the

11:28

beast because it's one of the most

11:31

smartest bacteria you can have in your body.

11:33

What happens is you have to call

11:35

a thing called a diaph when you

11:37

start treating it. There's no medication that fixes

11:39

it. So I spent years on research and

11:41

hundreds of thousands of dollars my mom spent

11:43

at a time to help me get better. Like

11:45

it was horrible. I traveled all around Australia

11:47

went to every single specialist, no one to

11:50

mankind. It couldn't figure out how to physically

11:52

treat it in like one medication dose or

11:54

one treatment. I had to go over to

11:56

go over to Cyprus. I spent $54,000

11:59

in treatment. Thank you. partner company, because

12:01

it was the most horrible thing to

12:03

go through. And then when you treat

12:05

this condition, I had full body, like

12:08

I had IVs done daily, so it's

12:10

four weeks, this treatment center, six

12:12

days a week. I had

12:15

aphoriasis, like a blood transfusion

12:17

done each week. I had

12:19

hyperasis, like a blood transfusion

12:21

done each week. I had

12:23

hyperbaric oxygen therapy. I actually own

12:25

one, have one in my house right now

12:27

for me. That's the scary thing about it. But

12:30

also, one of the hardest things was also

12:32

one of the best things to happen in

12:34

my life because now I know my body

12:36

so well. It's fascinating how if you know

12:38

your body and your wellness and how you

12:40

can continue life, but also this amazing business

12:42

that makes people feel confident in their own

12:44

skin through worries came about it. So the treatment

12:46

in Cyprus, let's go back again because

12:48

I'm just talking on and on and

12:50

on the whole conversation, is what it

12:52

does is that they directly treat the

12:55

condition and make sure they can detoxify

12:57

your body. So they're like punch it

12:59

with high levels of oxygen, 14 meters

13:01

below ocean level, you go into this

13:03

chamber, you go in there, you get

13:05

this head pressure going in there more,

13:07

and at the start of the day,

13:10

I'm like, at the start of the

13:12

day, I'm crawling out the front door

13:14

in tears. because my body just went

13:16

through so much in one day. And

13:18

then you have this thing called a

13:20

die-off period where the die-off, the bacteria

13:22

dies off, and then your information levels

13:24

cause a cytokine storm in your body,

13:26

and it means your symptoms that you

13:28

have are there. Maybe it's a headache,

13:30

maybe it's like a back pain, maybe

13:33

it's like a numbing or nerve pain,

13:35

exacerbates times 10 for that period. So

13:37

I had treatment in Cyprus two years

13:39

ago. I am currently now 90% better than

13:41

I ever been. Wow. But it took six

13:43

to eight months to me to notice the

13:45

actual difference after treatment. I'll see you weren't even

13:47

sure if it's working. Yeah. It's horrible. Yeah. Oh my

13:49

God. That's when I started writing my book. I based

13:51

on the plane, I was like, this is a really

13:54

good way right now. I'm like, why am I traveling

13:56

to Cyprus? Yeah. I'm so lucky I'd be able to

13:58

afford to do this for a star. Yeah. There's

14:00

people I met through going through treatment when I

14:02

had, I used to have a barrack chamber in

14:04

Melbourne who had no longer with us today because

14:06

they couldn't deal with the pain anymore. It was

14:08

horrible. Like there's so much sad things about

14:10

having this condition as well. Why am I

14:13

traveling outside the world to have treatment? Why

14:15

is in Australia? Most people in the clinic

14:17

in Cyprus were Australian with this condition. I

14:19

mean that is such an incredible story. So how

14:21

did that propel you to start the business? I

14:23

didn't realize I was starting a business at the

14:25

time. I just wanted to find something that I

14:27

know self tan makes me feel really confident my

14:29

own skin. Like I know when I put a

14:31

tan on Jane I feel incredible. I was in

14:34

LA and I was like and then when I found

14:36

out I wasn't going to Miami and I'm like I'm

14:38

getting a spray tan. I am not going to Miami.

14:40

You look great. The spray tan too. Oh thank you.

14:42

She bought some product. I moved to get some product.

14:44

Yeah. So my friend actually she's pretty she's

14:46

pretty she's pretty cool. She's pretty cool. She's

14:48

pretty cool. and does spray tars. You know

14:51

anyone but you that movie with um Sydney

14:53

Sweeney and like how? She did the entire

14:55

cast. So she's breaking. I have the

14:58

same spray tan others as Sydney Sweeney, which

15:00

is just one of my brides there. But

15:02

I do think I think I just with

15:04

kids, there's no time like even to have

15:06

her come over I'm needed to do more

15:08

like self tanning. That's the good thing

15:10

about three worries is like the range I

15:12

designed it to be like for the. easy tanner,

15:14

right? So it's so easy to use, like you

15:17

whack it on, like literally whack it on, there's

15:19

a self-tam moose, there's a gradual tan, there's exfolient

15:21

that you's obviously pre-tanning, the gradual tan we sell

15:23

one every 60 seconds, by the way. That's incredible.

15:25

It's one every 60 seconds, it's wild. It's wilder.

15:27

It's wild tan, it's, it's one every 60 seconds,

15:30

by the wild. It's, it's one, it's one, it's

15:32

one, it's one, it's one, it's one, it's one,

15:34

it's one, it's one, it's one, it's one, it's

15:36

one, it's one, it's one, it's one, it's one,

15:38

it's one, it's one, it's one, it's one, it's

15:40

one, it's, it's one, it's one, it's one, it's

15:43

one, it's one, it's driers in 30 seconds, you

15:45

wash off after an hour for the moon,

15:47

my favorite, or up to five hours for

15:49

a deeper dark at 10 last seven days.

15:51

It's so easy to use. Yeah. That's how

15:53

does, I design this range. How do you

15:55

get your back? I'll get your back applicator.

15:57

Oh. I need to get your product. So

16:00

it was amazing. Back to the why is

16:02

I made this product for myself. I had

16:04

no intention of starting a business. My mom,

16:06

my dad who's longer here with us, and

16:08

my man who recently passed as well, my

16:10

name was a very successful businesswoman in Tasmania.

16:12

Very well known. She owned most of the

16:14

hotels and did it all by herself. And

16:16

she also owned Avalonian boats and she's amazed.

16:18

It was an incredible, incredible woman. But I

16:20

had no intention of starting a business. I don't want

16:22

to start a business. I don't want to starting a business. I

16:24

don't want to starting a business. that's the last thing I want

16:26

to do. My life changed. I came chronically unwell. I didn't know

16:28

what to do. I started making this product to make myself, I

16:30

didn't want to put in the market. My friend, I'm going to

16:32

mention her name Rosie, I love you, I'm going to mention her

16:34

name Rosie, I love you. Rosie is a beautician and she tried it

16:36

and she was like, you know what, I want this in the

16:38

salon. And that is the first day I thought, I thought, I

16:40

thought, I thought, I thought, I thought, I thought, I thought, I

16:42

thought, I thought, I'm my God, I actually put this, I actually

16:44

put this, I thought, I thought, I thought, I thought, I was,

16:46

I thought, I thought, I thought, I thought, I thought, I thought,

16:48

I thought, I was, I thought, I thought, I thought, I was, I thought, I thought, I

16:50

thought, I thought, I thought, I thought, And then now it's obviously

16:53

won 14 international awards. We're launching into

16:55

one of the biggest retailers in the

16:57

world very shortly. Can't mention the name.

17:00

We've won the top selling skews. Ten

17:02

skews and David Jones. I've got 1500

17:04

retailers. My life is like yours Jane.

17:07

Insane. Doesn't stop. And two kids. Yeah,

17:09

two kids. That's the most insane part. Raised

17:23

the sales, raised the sales!

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available. Taxes and fees extra. What

18:31

do you think it is? I think lots of people do

18:34

try and start. There's lots of self

18:36

turning businesses out there. What do you

18:38

think really sets you apart? The performance,

18:40

straight away. The ingredients, the integrity behind

18:42

the brand. I'm sure a product can be

18:44

copied. So then if someone just copies your ingredients,

18:46

they're still not who you are. So what do

18:49

you think it is from that? I think it's

18:51

very important to have a story as well if you

18:53

are a founder. I mean... you don't make your

18:55

own story up right? It's like you

18:57

have a story of your stories and

18:59

fantastic as well. Like I'm educating people

19:02

at Putting their skin. That's what I'm

19:04

trying to do. I think and people

19:06

go, I'm using this out of the

19:08

self tan, but I didn't know this,

19:10

I didn't know that ingredient was in there

19:12

and how toxic that is for me. So

19:15

I didn't know that ingredient was in there

19:17

and how toxic that toxic is in there

19:19

and how toxic that, how toxic is. but

19:21

the start of it was word of mouth.

19:24

That first three years I was still bedridden

19:26

and I was going to stores really unwell

19:28

telling my story and then giving them the

19:30

full range. So you're going into like call

19:33

calling to stores and then pitching and you're

19:35

giving the whole range away just like didn't know

19:37

it was doing just like here and ringing them

19:39

up on the phone and bed going how did

19:41

you go with the product they're like I love

19:43

it like that's how I got two or 300

19:45

retailers in the first two we were going to.

19:47

very much like we have different pillars obviously and

19:50

that's very much obviously like top tier would be

19:52

David Jones I didn't get David Jones until a

19:54

couple years ago about four years ago but the

19:56

first three years I went to hell food because

19:58

I was like high-end salad but health food stores

20:01

where people were consciously putting their skin. So

20:03

like that was a no-brainer for me. Tazzy

20:05

supported me so much and to this day

20:07

still it's still a massive market for me.

20:09

In terms of your B2B sales skills like what

20:11

do you think it is that push people over

20:14

like what's your tip there? In terms of like

20:16

how I sell it into the B2B,

20:18

straightaway product performance, what the ingredients I

20:20

said earlier on like certified organic, do

20:22

you know how hard to skip that

20:24

certification? So hard. They order me every single

20:26

year and go through every single manufacturing

20:28

ingredient, process, everything, certified toxic for another

20:30

really hard surfcation to get. There you

20:32

can call it free. We are coming

20:34

more conscious of the consumer putting our

20:36

skin. So we're not going in and

20:39

we're looking at the back of packaging

20:41

and we're reading labels. We're looking for

20:43

that certification. And we're trying to find

20:45

skin-loving ingredients. So my product very much

20:47

is about everyday radiance. We want to

20:49

look glow. You want to look healthy.

20:51

in the UK been there recently, I'm

20:53

going there again for work in a

20:55

couple of months, where no one is

20:57

for that beautiful glowy tan Australian skin.

20:59

That's what I want for. So the

21:01

brand very much speaks that, speaks that

21:03

natural everyday radiant glowy skin and that's

21:06

what everybody wants. And if you've seen

21:08

the brand as well, it's like very

21:10

much speaks that, it's not like a

21:12

brand you look at and go, okay

21:14

cool, it's a little bit tacky maybe

21:16

or I feel like we've worked so

21:19

hard, especially in the self-tend industry. that's

21:21

certified organic, but also be

21:23

that everyday radiant product. They

21:25

love it. What was the moment

21:27

that you were kind of like,

21:29

your aha moment where you're

21:31

like, I've made it? Oh, like this is

21:33

a legit, this is a business. Data

21:36

C, the beast. Yeah, I don't

21:38

even know anything about that. When

21:40

did you go? Three and a

21:42

half years ago? Just before COVID.

21:44

I launched COVID. I launched it.

21:46

Yeah. I don't even know anything

21:48

about that. is where you can really grow

21:51

your business. I met this incredible lady. Her

21:53

name is Megan Pate. She now is part

21:55

of the business. She's incredible. I wish she

21:57

was here today actually because Megan's background. is

22:00

fascinating. She's like a business strategist,

22:02

she's got a founder of another

22:04

brand and she really taught me

22:06

a lot of things about who is

22:08

your audience. As soon as you know who your

22:11

audience is, it's a game changer. Yeah,

22:13

our audience were 40 to 70 year old

22:15

women. buying the product. They were buying three

22:17

or four graduates at a time. You didn't go

22:19

into that starting this. No way. Did you think it

22:21

was? I was reaching out to people on Instagram

22:24

or you know like 19 years old. I had

22:26

no idea that they weren't buying it. Their parents

22:28

are buying it and they're finding it in their

22:30

mum's cupboard or parents cupboard and they're

22:32

using it. And that's how was that's

22:34

what's happening now. There's two different type

22:36

of audiences with three worries is that

22:38

millennial moms who have just fallen pregnant.

22:40

Kia Rumble, good friend of mine now, she tried

22:43

the brand and caught her tonic to me.

22:45

She was pregnant at the time, it's pregnancy

22:47

safe. So like they're looking, they go, okay

22:49

cool, I'm just, I'm pregnant, I'll make sure

22:51

I'm putting nothing toxic at my body, but

22:53

also I'm not feeling comfortable with my own

22:55

body because I'm pregnant, but I want to

22:57

feel glowy and I want to feel happy

22:59

and I think that's where you start going,

23:01

okay cool with my using my using my

23:03

skin, using my skin. And then also your

23:05

mature moms, or mature women, they weren't seen

23:07

or heard until recently and they're back on

23:09

the, you can see them again now and

23:11

we're like, we're really making them and

23:13

saying, Sonia, I emailed me or her

23:15

major email me one day and I

23:17

ignored it and thought it was fraud

23:20

or a scam. Then they reached out to

23:22

me and they said, Sonia Kruger, what

23:24

did they ask you for? They're like,

23:26

Sonia is wearing your product and we

23:28

want to have a meeting with you.

23:30

I was so nervous by the way.

23:32

I know why. Why do I know

23:34

why you get nervous? I don't think

23:36

like people that. But just because I

23:38

was like, well, what's the expectations

23:40

here? Sonia was so lovely.

23:42

She was literally glowing in

23:44

three warriors. And she was like, I

23:47

just want to let you guys know that

23:49

your story is fascinating. Like it

23:51

really resonating. Like it really

23:53

resonates. She's literally glowing in

23:55

three worries. And she was

23:57

like, I've been tanning for 30

23:59

years. or Santero love it. And if

24:01

there's an opportunity for us to

24:03

ever do anything together, I'm always

24:05

here. Oh wow. No, we only lost

24:08

the product with the Arains Complex of

24:10

the serum, which sold out three times

24:12

in the first month. Wow. It's

24:14

so nice to have such an

24:16

organic relationship. That's how the brand

24:18

started, organic, word of mouth, but

24:20

then also I guess making people

24:23

finding it was making women and men

24:25

that feel confident in their own skin.

24:27

How did it actually... scale up. As

24:29

you know this to marketing changes

24:31

every single day. Data C

24:33

is a beast but Facebook

24:35

obviously has been huge for

24:37

three warriors. It changes. It's

24:39

changed recently as you would

24:41

know but Facebook was really the

24:44

peak pillar for the brand because you

24:46

know where seeing down, I can say it's about my mom,

24:48

because my mom is my target market, right? She really would be one

24:50

of my four graduates at a time, because she wants the extra hydration

24:52

of the skin, she's been in the sun the whole life, and she

24:54

has sunspots and doesn't want to stick on them, but wants to give

24:57

herself a natural glow. So she's scrolling on Facebook at night, watching dancing,

24:59

dancing with the stars, watching the voice. Oh, there's so on there popping

25:01

popping up on there as an ad with three Warriors, three Warriors, three

25:03

Warriors, and then, and then, and then, click on it, and then, click

25:05

on it, and then, clicking, clicking, clicking, clicking, clicking, and, and, clicking,

25:07

and, and, clicking, and, and, clicking, and, and, clicking, and, and,

25:09

clicking, and, and, and, and, clicking, and, and, and,

25:11

and, and, and, and, and, and, and, and, and,

25:13

clicking So as soon as we knew who we

25:15

were talking to and we knew who our audience

25:17

and our customer was is when really we started

25:19

seeing the brand, the sales increase and soon as

25:21

we changed our whole marking strategy the way that

25:23

we speak as well to that customer is that

25:25

with the everyday reins we're going to give you

25:27

that confidence exactly why and what is in our

25:29

product and how it's working for your skin and

25:31

then obviously the performance is when you

25:33

really since can scale your business. How did

25:36

you realize your customer wasn't that

25:38

19 year old to the... Back

25:40

then the Instagram post, you know, the

25:42

19 year old... The people taggy.

25:44

Yeah, not even the Instagram, I

25:46

guess for me. Like people liking and commenting

25:49

on your post? If someone posted, then

25:51

I've sent out, you know, I still

25:53

50 to 100 send outs, we still

25:56

do, but 50 to 100 send outs

25:58

to micro influences. years old,

26:00

they weren't converting, nothing was

26:03

happening in sales. They had a code or you

26:05

mean they... Yeah, they had codes, discount

26:07

codes obviously. So when Sonia

26:09

came on board, you know, Sonia's in

26:11

her late 50s, she looks incredible, but

26:13

when we started working with Sonia and

26:16

seeing, she looks incredible, but when we

26:18

started working with Sonia and seeing, that's

26:20

just one of the parts, we really

26:23

noticed that like, hang on Sonia Kruger,

26:25

I ads and say, they're going, I

26:27

want her tan. and they're buying five

26:30

graduals and that's how we're selling out.

26:32

It was a period that when we go through

26:34

peak peak season for us is when all

26:36

our store sell out completely when Facebook is

26:38

on and smashing it. Yeah. Obviously we're doing

26:40

really well DHC but also all the flying

26:42

effect all the store sell out and there's

26:45

no gradual and there's no moose. I'm talking

26:47

about like we triple what we know what

26:49

we would do even inventory everything it's all

26:51

every year happens. All about having the

26:53

having the right influenza having the right

26:55

influencer club. The team is everything. If you've

26:57

got a really good team behind you, you've

26:59

got a really great business. But you would

27:01

know this too Jay and you should do

27:04

so much in your own business. So what

27:06

are the biggest learnings learning about having like

27:08

now managing a team? I think just

27:10

having expectations, roles and responsibilities and knowing

27:12

each person know exactly what they're working

27:14

on. We can get lost especially been

27:16

a founder of business and a CEO.

27:18

Sometimes you work on 100 different things

27:21

in a week as you probably do

27:23

as well. people will come in and help you,

27:25

but you have to be mindful and know exactly what

27:27

their role and responsibility is. If you go a bit

27:29

off track sometimes, then we're losing some of the other

27:32

parts of business should be looked after, which was their

27:34

role. But I think also been a really good... boss

27:36

but also being fair but also having fun like

27:38

your job should be fun yeah I love my

27:40

job I live and breathe it like I'm exhausted

27:42

every single day but I go home I'm flying

27:45

here today just to be on this podcast thank

27:47

you and I was up since 4 o'clock

27:49

this morning oh my god and I'm flying home

27:51

afterwards yeah and then I've got all the work to

27:53

catch up and say but I'm so excited how these

27:55

opportunities you have to love what you do and I

27:58

feel like my whole team or our whole I should

28:00

say, absolutely love their job and that's

28:02

what's really important. What's the most

28:04

challenging thing about having your own

28:06

business and like about the biggest

28:09

challenges you're kind of going through at

28:11

the moment? The most challenging thing is growth.

28:13

Is it not? It is, yeah, yeah,

28:15

absolutely. It's like the bigger you get, the

28:17

harder it is. Yeah, and the whole non

28:19

to profitability as you grow, because

28:22

anyone can grow, unprofitably. A

28:24

lot of people do. Yeah, and

28:26

also for me, or for us as

28:28

a business as well, it's international expansion.

28:30

Like the UK alone, they love self,

28:32

they need it. They need it. They

28:34

need the time more than we do.

28:36

We got sun. So funny actually,

28:38

Megs and I will over over in the UK. We

28:40

go about four times a year. over four times a year

28:43

because I can't always go, but we're going in a couple

28:45

of months, which is really exciting. And we're like the most

28:47

people in the middle of London. That's like so funny. But

28:49

yeah, they do. They love that natural glowing skin. Yeah, we

28:51

never wear a heat wave. I'm like, this is just like

28:53

a regular day. Literally, especially in Sydney. But I

28:55

think global expansion has been a real eye-opener for

28:58

us. There's so many things, you know, you know,

29:00

logistics, logistics, you know, logistics, the inventory, you've got

29:02

a whole another, you've got a whole another, you've

29:04

got a whole another business, you've got a whole

29:06

another business, you've got a whole another business, you've

29:08

got a whole another business, there's so many more

29:10

people in the UK than in Australia.

29:12

It's like you're re-selling a whole business all

29:15

over again. So how are you juggling at all?

29:17

We're twins. I don't know. There's not enough

29:19

hours in a day. Yeah. Probably not sleeping

29:21

enough. But I think I just, as I

29:23

said, I'm mentioning a great team, great team,

29:26

great support and work around me. It's really

29:28

important. Yeah. Like the girls will be, my

29:30

daughters have been dispatched and hopefully next year.

29:32

And hopefully next year. Yeah. That would

29:34

be yeah, cheap labour. Good family around me.

29:37

I wouldn't have any other way. I actually

29:39

get really bored if I'm by stop from

29:41

quiet. Yeah. I think I've got five

29:43

or six probably like your other business

29:46

ideas are amazing. I want to get

29:48

their business to a certain degree and

29:50

start another one, another brand. Really? I

29:52

can't wait. Different category. Yeah, wow. Yeah,

29:55

it has been done. Amazing. I think

29:57

when you come an entrepreneur and you

29:59

just constantly. million miles an hour

30:01

and you're thinking about the next

30:03

thing. Okay, with your new business,

30:06

you know, knowing everything you've learned

30:08

from this business, what would you

30:10

do differently? Research, I've been researching,

30:12

looking about on the market a

30:15

bit more. Where do you think you

30:17

didn't research and how did that? Research

30:19

and how did the market a bit

30:21

more? Where do you think you didn't

30:23

research and how did that? For three

30:25

warriors, I had no idea that you

30:27

walk into the store. had the turn

30:29

on and then got the buyer had a

30:31

menu with them one-on-one, talked about for a

30:34

coffee, and then said pass me your hand,

30:36

have a feel of this, touch, the touch,

30:38

feel, smell, and I can sell it in

30:40

like that. Now that people know about the

30:42

brand, we have to just walk into a

30:44

store and get it in like all that

30:46

contacting us, but that's probably one

30:48

big thing I would do because if you're

30:51

selling, you're selling. If you're giving

30:53

away their free product, also they're not

30:55

necessarily going to try it on. They

30:57

didn't. Because that's time consuming as well. I gave

30:59

them the whole range and half and even try it.

31:01

Yeah. But obviously I'll go back into the

31:03

store multiple times. What a waste of time. But look

31:05

at it now, the brand, like those guys are still

31:08

with me today. Yeah. And they're not forgotten about.

31:10

They're the ones that's going on. Well, maybe not.

31:12

I see you're from Tasmania. They're like, I think

31:14

they're just... You know, they're like supporting. Yeah, they're

31:16

saying they're like, oh my God, you're here. Do

31:18

you strengthen strength? That's something like, you guys are

31:21

the reason why I'm selling business. They are. Yeah,

31:23

it's really lovely. From a marketing strategy side

31:25

of things, you know, we tend to

31:27

have people talk about the social media

31:29

side of things, the content creation, but

31:31

something that I thought was quite interesting

31:33

with your strategy, which we haven't talked

31:35

about before in a while, is the TVsN.

31:37

Guys, I love TVsN. This is so lovely.

31:40

All the presenters are absolute legends. How did

31:42

you get started on that? We pitched to

31:44

them, the idea. TVSN is basically like a...

31:46

Well it's perfect actually, if you're now,

31:48

knowing your demographic, knowing that you can

31:51

actually show the before and after, like

31:53

it's, you want to talk through it?

31:55

Yeah, you've listened to just talk to

31:57

all for me, I love it. We should work together

31:59

more. Yeah. They also will put in like a

32:01

large order first, but then you've got to go

32:04

on there, live television. I was saying this to

32:06

Jane earlier on before I walked down. Oh, you're

32:08

perfect for it. And you've got to be able

32:10

to sell your brand, not swear, which is important.

32:13

It's hard for me sometimes, to hundreds of thousands

32:15

of people watching you. in one hour. So if you

32:17

can do that, if you can get in front of

32:19

a TV and I can camera's and do that, I

32:21

highly recommend it. The next brand, the next brand that

32:23

we will start, I say wait because I can Meg's

32:25

will talk with me. We're just a team now, you

32:27

know, like it's great. And it's what it's good now,

32:29

you know, like it's great. And it's what it's good

32:31

now, you know, like it's what it's good now, you

32:33

know, like, like it's good now, like, like it's good, like,

32:35

like it's good, like, it's good, it's good, like,

32:37

it's good, it's good, like, it's good, like, it's

32:39

good, it's good, like, it's good, it's good, it's

32:41

good, it's good, it's good, like, it's good, it's

32:44

good, like, it's good, like, it's good, it's good,

32:46

it's good I don't post, don't invite it. Like,

32:48

if I could show four hours on doing this,

32:50

this, this, and this, you know, not doing that,

32:52

you know, like growing your brand, sales, strategy, and

32:54

this and that. So those relationships are so important,

32:56

I feel very lucky to have Megan and the

32:58

team, but the next brand, we would probably start

33:00

it straight away, TBS, and bang, hundreds of people

33:02

will see it straight away. That's the first part

33:04

of it. You get a nice. great order

33:06

straight away. Can you talk about how much

33:09

you sell on it and also like how

33:11

much your sales or kind of like where

33:13

like I mean the first time you go

33:15

on it versus where it is now if

33:17

you were to go on it because you're

33:19

like better at presenting and you know the

33:21

like hooks. I was so nervous. That's

33:23

the first time I went on there.

33:25

Everyone's like, oh, you made the TV.

33:27

I was like guys, you actually go

33:29

in front with that many cameras and

33:31

it's live. It's so never racking. It's.

33:34

to TBSN. They will buy whatever the

33:36

presenter or I'm buying them. So 100,000

33:38

people or not? More. I think more.

33:40

It's huge. Yeah. I also had been

33:42

on QVC in the UK. That did

33:44

really well. That's correct. I'm going there

33:47

again in May, May, May 9th. I'm

33:49

not worth going there. They would be

33:51

on there. But those kind of television

33:53

kind of marketing sales are incredible

33:56

for quick sales. So the first show

33:58

I ever did was through COVID. above

34:00

$6,000 order within half an hour. Oh, wow. Yeah, the

34:02

first part of the show. And they're like, oh, we've

34:04

sold out. So, yeah. I'm not to do here. Yeah.

34:06

And I was like, what? Like, and it was, you

34:08

know, I feel like it was in my best work.

34:11

Now go on there and, you know, it's like, you

34:13

know, it's a fantastic opportunity to showcase your brand really

34:15

quickly for big exposure. Instead just relying on one channeling

34:17

on one channel, which just relying on one channel, which

34:19

is like, you know, you know, you know, you know,

34:21

you know, you know, you know, you know, you know,

34:24

you know, you know, you know, you know, you know,

34:26

you know, you, you, you know, you, you, you, you,

34:28

you, you, or, you, or, or, or, or, or, or,

34:30

or, or, or, or, or, or, or, or, So we

34:32

have an incredible business that we are going to review

34:34

next together in our help my small business segment and

34:37

then we can put your DTC skills into play. Thank

34:39

you so much for sharing a story. And now it's

34:41

time for final advice. What's the best piece of advice

34:43

you received? Believing yourself. Like you will,

34:45

like I hope you don't, but it's

34:47

a business right. I had multiple failures

34:50

in business and you get back up

34:52

again and whatever you failed with that.

34:54

particular thing or project is you make

34:56

it better the next time. So believe in

34:58

yourself, if you have a passion, a drive,

35:01

we have a product idea or something that

35:03

you really love, invest in it, and also

35:05

I think you'll be really successful. Just believe

35:07

in what you're doing. Yeah, I love

35:09

that. Believing yourself, because no

35:12

one else will. No, no,

35:14

no. If you don't believe

35:16

in yourself, then who, you

35:18

know. You just got to have

35:21

like faith in yourself, what you're

35:23

doing. Yeah. I think it's like,

35:25

if you're obsessed with

35:28

something, like I leave and

35:30

breathe and wear my tan every

35:32

day, see? Exactly. I love

35:34

your parents. Oh, thank you.

35:36

But see through. Very sexy.

35:38

Thank you, thank you. Well, thank you.

35:41

We'll catch you guys on the Thursday

35:43

show. Okay, that's it from me for

35:45

now. Thanks for listening and don't forget.

35:47

You can now watch the full podcast

35:50

episodes on my YouTube channel called, you

35:52

guessed it, Lazy CEO channel. And if

35:54

you're loving the podcast, don't forget to

35:56

follow and you can do me a

35:59

huge favor by. and leaving us

36:01

a review. And if you

36:03

want more, you can join the

36:05

conversations on the podcast, Instagram, at

36:07

the Lazy CEO underscore podcast, all

36:10

linked in the shownote. Catch you

36:12

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